Digital Technology's Role in Visitor Economy: A Hays Travel Report

This report examines the role of digital technology and social media in the visitor economy, using Hays Travel as a case study. The introduction highlights the importance of digital platforms for information gathering, booking, and overall visitor experience. The main body discusses Hays Travel's social media strategies, including Facebook, WhatsApp, and Twitter, and their impact on bookings, product promotion, and customer engagement. A literature review explores various social media strategies and their effectiveness in the business context. The findings emphasize the positive impact of social media on Hays Travel's brand awareness, lead generation, and customer communication. The report concludes with a discussion of new social media strategies and their potential benefits for the company. It covers literature review of different strategies of social media and its related case studies for the business. This reflects the discussion of those strategies in company context. This report finds new social media technology for business. The report is based on social media and its presence in the business.

Digital technology in the
visitor economy.

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
LITERATURE REVIEW................................................................................................................3
FINDINGS.......................................................................................................................................5
DISCUSSION..................................................................................................................................5
NEW SOCIAL MEDIA STRATEGY ...........................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Digital technology plays an important role at market place as well as visitor economy.
Most of visitors are use social media for knowing about their destination where they want to go.
It helps peoples to collect essential data or information relate to specific location, where they
want to visit with friends or family. Visitors are use digital technology for booking their tickets
and hotels as well as taxies for move one place to another place. The present report is based on
the Hays travel company which is severs various tourism facilities to their customers. This
company is privately owned small business. Company offers charters and schedule passengers
airlines, packages holidays and hotels as well as resorts. The company offers various services to
their customers through social media. The present report will be describing the critical evaluation
of the development of social media and digital technology on the business and companies. First,
the report will cover the literature review of different strategies of social media and its related
case studies for the business. This will reflect the discussion of those strategies in company
context. This report will find the new social media technology for business. This report is
completely based on social media and its presences into the business.
MAIN BODY
There are different social media strategies which are used by company Hays travel
company. Presently company hire new social media staff which is help get complete success at
the market place in effective manner. Company deals with Facebook, WhatsApp and Twitter.
This help to make positive aspects for company in effective manner. Hays travel ramps up its
social strategy after booking stemming from Facebook which is increase complete productivity
of company in effective manner. With the help of this, company is able to booked online
functions, rooms and their tickets. This help to make complete productivity of company in
effective manner (Anderson and Jiang, 2018). Company also used social media to promote
products and services of company. That is completely helpful for customers to know about
products and services of company. Through that customers have complete knowledge about
company and their services. With the help of social media customers are able to knows reviews
of company which is posted by visitors on social media. Through that customer have get the best
company to visit and company able to reach out the more customers by liking the post on
Facebook and asked questions on Twitter.

LITERATURE REVIEW
According to the view of the Greenwood, Perrin and Duggan (2016), social media is the
best platform where company is able to promote products and services at market place with
proper effectiveness. In addition to that customers are able to collected knowledge about
company as well as their services in effective manner. Those are the computer based technology
which is provided complete facilities which are sharing of ideas, thoughts and information
through out the building of virtual network as well as communities design, social media is
internet based and gives users quick electronics communication of contents in effective manner.
With the help of this company is able to target more customers towards business in effective
manner. Furthermore, by targeting specific group of buyers companies can take further actions in
form of developing effective and attractive marketing content and plan for offering services and
products which turn into increasing abilities of a venture for gaining attention of profitable
buyer’s.
As per the views of Buhalis and Sinarta, (2019), developments of social media and
mobile technology in hospitality business has been rising actively on varied domains widely,
for keen growth goals within vision formation and also to establish new promotion goals
impacting fundamental reach. Companies use social media platforms for ethical functional
performance avenue and targeting new domains within promotional scenarios informatively.
Social media is up scale new keen efficacy paradigms for keen leveraging promotional
paradigms for gaining stronger reach within consumers target market. The author also has
explained in research papers that use of social media and mobile technology has impactful
fundamental reach within quest horizons for gaining target market reach strongly. Social media
and mobile technology has been identified as one of the widely analysed aspects where
companies are specifically heading for bringing on informative reach within longer run.
As noted by Hu and Olivieri, (2020), It has been identified that social media and mobile
technology promotions enhance business reach strongly for technical innovation, higher
specific efficacy goals and also to yield larger new profound targets widely. Companies have
emerged specifically to use new marketing standards within keen goals aspects, yielding impact
fully on goodwill targets and also to enhance profitable targets within new domains of
promotional scenarios. There is varied new competent aspect coming on within social media
usage among companies marketing and promotional scenarios for enlarged vision, higher

specific goals impact fully and also to enhance new target for bringing on keen goals under
leveraging reach. It can be also analysed that author expresses functional reach of company work
goals targets within keen horizons for higher specific profit aspects and also to yield specifically
developed measures. There is strategic vision developed among financial functional efficacy
goals and also capital distribution, by which larger domains can be actively reached on for keen
potential synergies within new market domains. Marketing has been identified as global
competence strategy through which keen new aspects have largely been explored and also there
is keen functional marketing reach among consumers effectively. Tourism and hospitality have
high scope for bringing on reduced costs, operational efficiency targets specifically and also to
potentially reach customers experiences widely. It enables both companies and customers
reach fundamentally, by up grading new improved communication targets, also for service
systems measures to be developed strongly.
As per the views of .Kim, Yoo and Yang, (2020), social media and mobile technology
usage has been analysed as promotional goals widely for elemental diversion goals where there
are new domains functional reach practically build up among targets consumers preferences for
larger sale domains growth. It can be also analysed that digital platforms have informatively
opened new goals variably for operational innovation, higher scale efficacy avenues and also to
productively enhance promotion targets specifically. There are new keen functional parameters
developing functional reach impact fully and also to raise higher edge efficacy within
promotional operations effectively on larger scale aspects. Author has also analysed in research
papers that tourism industry has been widely focusing on new aspects within larger hospitality
standards for larger profitable goals. There is effective usage of social media planned aspect
which enhance promotional market reach effectively, corporate structural efficacy goals
leveraging higher consumers satisfaction effectively. Companies use social media platforms for
digital promotional goals leveraging higher specifically consumers oriented services, digital
market reach and also to enhance keen goals informatively within keen goals. It can be also
analysed that digital platforms of social media and mobile technology has identified as one of the
foremost aspect for new operational targets reach, enhanced business goals and also to yield
keen leveraging synergy.
As noted by Law, Leung and Chan (2019), social media and mobile technology usage
within tourism and hospitality has given positive boost to new edged efficacy targets for larger

scale growth synergies, profound keen quest goals impacting larger scale productive efficacy
goals. The social media platforms such as Facebook, YouTube and many more enable
consumers reach to work on productively and also to yield on new domains of productive
marketing. The author has brought focus within research papers that people are able to interact
and reach out to company hotel services, higher keen goals imperatively and also produce new
operational avenues. It can be also analysed that new quest horizons within competitive
hospitality aspects and tourism effective targets can be reached on for which larger scale efficacy
is targeted, leveraging higher active results. The social media and mobile technology specifically
gives economic competitive push on operational competencies potently, also to enhance new
functional reach widely. As per the views of amos, Rita and Moro, (2019), author expresses
some contradictory views where their larger scale complexities also involved among companies
marketing and promotional goals on which there is effective new domains keen growth reached
on. The data security among consumers’ private information shall be kept confidential among
work growth targets for potential growth emergence where new scale innovation can be
practically reached on. The author has also analysed that functional scale operational goals and
targets can be productively reached on for higher keen leveraging parameters, impact fully
consumers oriented goals and also to yield keen new domains within tourism competitive
industry.
As noted by RWong, Lai and Tao (2020), usage of social media and mobile technology
has brought new particular skilled goals within enhanced vision and permissive new scale
determinants, for technical innovation and diversity operational goals within keen aspects. The
industry has been actively exploring new domains of strategic scale marketing for tourism
growth within digital platforms and also to evade within new targets fundamentally, on which
targeted operational goals can be reached on. It can be also analysed that digital reach and active
usage of mobile technical aspects enhance vision and informative quest goals within target
market reach and also to functionally operate on new domains. There have been competitive
growth operational goals, for keen targets imperatively for consumers’ satisfaction promotional
reach, which leverages keen domains of financial revenue targets. The author has identified in
research papers that tourism and hospitality industry keenly brings on competencies within wider
reach along marketing and promotional aspects, for technical scale competitive targets
functionally which enhances vision oriented goals. Mobile technology and social media

development strength abilities of companies that has operated in hospitality sector in term of
reaching at global level and gaining attention of international consumers who love travelling and
always want to explore the most famous places in the world. Both above terms can contribute in
generating brand awareness which is actually very essential for small to medium size
organizations in form of developing and increasing productivity of ventures even better than few
months or eras. Both elements boost power of firms like allow marketers to attract those people
who seeks to purchase the best accommodation and hotel services under budget, without
compromising quality.
FINDINGS
Social media can refer to means of communications and interactions among people in
which they develop, share and exchange important information in virtual networks and
communities (Olmstead and et.al., 2018). Development of this term allow companies such as
hays travel to utilize all the well-known social networks or channels which put positive impact
upon its venture in term of gaining competitive advantages and increasing sales even better.
Social media development strengthens organization ability and management practices in term of
generating new leads, driving website traffic and raising business awareness. It is one of the
important ways that chosen travel company can use to gain several benefits such as reach to
target market either under national or international boundaries. It helps to gain useful and
valuable insights that marketers in further utilize to attract new consumers and retain existing one
for longer period of time. It can be analysed that development of social media put positive
impact upon Hays Travel in term of increasing its business awareness within chosen marketplace
which in return can increase profitability and sales even better.
It increases firm and marketing team abilities in form of developing ad and promoting
services as well as new offer. Social media is the only source that effectively and quickly
advertise Hays travel company services and offers in market which gain attention of new buyers
towards buy and update existing one about some new offers that firm wants to provide (Ducange
and et.al., 2019). It allows marketer to directly communication and connect with target
consumers as well as potential one. Furthermore, capability to develop actual human connections
is one of the important benefits of social media development for Hays Travel. Through this
source marketing team could introduce its followers to individual who make up venture and
showcase how people are utilizing and benefiting from company services and goods. Social

media term comprises different platforms such as Facebook, Instagram, twitter etc. that bring so
many benefits for business such as increase website traffic which is really very significant. All
these tools are useful for company as it helps to posts and promote its services all over the world
without conducting too much efforts and need human capital. It allows marketing manager to
aware people about its new offers and attract them in effective manner. Moreover, social media
can provide a simple and low commitment way for buyers to express his or her interest in firm
and its services such as accommodation, discount offers etc. It assists to gain desire outcomes in
term of increasing consumers base of Hays travel and also maximizing profitability more than
last few months or years (Shi and et.al., 2019). It generates leads, boost sales and promote
content without taking too much attempts as it saves time and money as well.
Hays travel is considered as one of the biggest independent travel companies in the
United Kingdom. It offers holiday package, advance booking services and travel service to
consumers. Along with obtaining benefits from development of social media, company can get
desire results by using mobile technology. It can be examined that development of mobile
technology like social media is beneficial for customers and business as well. For example, due
to this element people can collect information about holiday package without going out of home
or office as it saves time and money. Through smart phones, customers can directly interact and
communicate with marketing team who are able to provide all data relate to services and solve
queries which in return increase satisfactory level of buyers and allow people to conduct word of
mouth promotion that really help company in term of positive marketing. Furthermore, it can be
analysed that mobile technology strengthens consumers’ engagement even better and increase
accessibility of brand.
In context of Hays travel, mobile technology can boost sales and productivity of company
more than its rivals have establish and manage its operations within hospitality sector in
systematic manner. Development of mobile technology give useful and valuable power to
organization and its target market as well in term of sharing information and obtaining data
without conducing market research or survey. In last few years, mobile technologies and devices
can evolve from being just a meaning of interactions into a wider essential venture tools. As
technology advances at lightning speed every day, so do buyers obtain addicted to his or her
smartphones. Development of this concept change overall practices and ways hays travel can do
its venture, it made marketing much easier for consumer to get holiday services information with

speed of light and at similar period remain connected and up to date with his or her favourite
firm (Kumar, Konar and Balasubramanian, 2020). Through mobile technology company can
improve its accessibility within market place or all over the world, it permits organization to be
capable to send message & notifications about what’s exciting and new it wants to offer and
what need to change in its services which is essential for buyers to know. In addition to above,
mobile technology easily and effectively permits Hays Travel to enable to build positive and
trustworthy relationship with its consumer which could allow creation of a wider customer base
and excellent loyalty. Through mobile technologies and applications company can cater value for
people who are taking interest in venture services.
DISCUSSION
From above analysis, it has been discussed that Hays travel company due to development
of social media and mobile technology obtain a lot of benefits, for instance by using the latest
social media platforms such as Twitter, Facebook and other channels organization could obtain
desire outcomes such as boost brand image, increase customer base and profitability (Choi, Guo
and Luo, 2020). Development of social media make firm able to quickly and efficiently
communicate with people whom marketing is interested to serve its services. It could develop
manner through which company can send its messages to target market at right time and desire
venture sticks out to consumer enough to be interested, let alone loyal throughout his or her lives.
With social media platforms, Hays Travel can contact people or customers and allow them to
contact its consumer care service representative quicker & easier in recent time. Through
Facebook, organization effectively obtain, review and respond to target visitor’s grievances
easier than ever before which is important to do as it provide valuable services to them which
people like the most. By using social media channels and sources, firm can obtain feedbacks
from customers that are valuable and make further changes accordingly.
It has been discussed that development of social media contributes in developing and
maintaining business reputation by obtaining platforms to directly contact and communicate with
target market like firm never have before (Grover, Kar and Ilavarasan, 2019). It also means that
firm is receiving actual buyer’s feedback directly from source, easier than before. It provides
amazing benefits to firm when it uses social media platforms in term of building brand as true,
traveller first operation, usually developing firm’s reputation and position into individual that
could never be mistaken and is based on for longer period of time by a forever increasing

customer base. With the help of social media channel, firm can impress its visitors and guest in
influencing manner which in return increase profitability and sales level even better than other
brands who has operated in similar industry from longer period of time by developing and
utilizing effective tactics, plans and approaches relate to different operational and functional
units. In additional, keeping in way with maintaining brand image and its market reputation is
the excellent opportunity to impress existing consumers as well as new with how firm can handle
other, mostly unrelated traveller’s interactions. Furthermore, social media development could
also give chance to company in term of gaining more information about target market, their
needs and preferences relate to travelling (Jaidka and et.al., 2020). It gives opportunity to
marketers to post new updates, information about services and travel package which operations
management team has develop especially for travel lovers. Moreover, people can get all
information about tickets, room booking and prices through social media channels where
marketing team of company has already updated everything that consumers can consider and
then take right decision.
Mobile technology and social media in recent time has been used by different companies
within hospitality industry, which allow businesses to grow even better. With the help of these
tools, Hays travel has gained advantages in term of gaining competitive advantages and
achieving set aims and business objectives. Development of mobile technology and social media
increase ability of company in form of reaching at international buyers and investors who are
waiting for investing money in profitable brand either small or medium. With these two tools,
Hays travel and its marketing team can promote its innovative and creative ad which attract
travellers. Through these sources, company can conduct market research which is important to
do as it help to determine current trends and target market needs. Moreover, social media and
mobile technology bring new smart aims and business objectives within increase mission that
enhance ability to create technical creation. Hays Travel organization by using social media and
advance smart phone technology has built brand recognition and awareness that maximize sales
and generate revenue more than ever.
Usage of social media and mobile technology concepts allow chosen hospitality
organization to cultivate consumer loyalty that enhance experience level of each buyer in
positive manner for longer period of time. Through mobile technology organization can interact

with buyers directly and allow them to obtain ask any question in context of accommodation and
reservation as well as flight ticket booking.
NEW SOCIAL MEDIA STRATEGY
Social media is a key element of success and progress; it has used by several companies
just like Hays Travel while operating businesses in the corporate world (Paurova, Krizanova and
Nadanyiova, 2020). Chosen company has developed and used different social media tactics,
which are quite beneficial for its business in term of increased profits and customer base. In
order to reach at international level and generate more revenue firm could develop its new social
media strategy which bring more benefits along with existing one or even better than other
hospitality organizations. It can consider as summary of everything that marketing team of firm
could plan to do and wish to gain on social media. It directs marketer’s actions and lets them
know whether they fail of success. As new tactic firm can start using chatbots, which is one of
the best and most influencing digital tools through that marketer of Hays Travel could
communicate and solve issues or queries of visitors or travellers without potential requirement
for any human interruption (Cheng and Jiang, 2020). These chatbots are integrate with sources or
platforms that visitors in recent time feel most comfortable and easy interacting through social
media. Platforms in context of social media such as chatty people that integrate an acritical
intelligence power chat box into social media strategy.
All these tools permit marketer to create a chat box that does not need any coding
understanding, could revert or response questions arise from travellers or consumer sides. Chabot
is easily connecting marketing department to communicate with target market directly from
Facebook messenger & comments. It addition to above, marketer can develop a Facebook
messenger chatbot as new social media tactic, which is quite beneficial in term of increasing
consumer satisfaction and base as well. It is a software app that chosen company can utilize to
conduct online communication and conversation via text with target markets. Through this tactic
hays travel can promote its business and services which is actually very essential and beneficial
in several terms. It directly connects people with automated messaging software via text
consumers can ask any question or query regarding reservation and holiday packages offers. This
tool is programme to comprehend set of questions, cater answers and execute acts. Above tool
can cater responses based on set of predefined machine and scripts learning applications.

Furthermore, Hays travel while operating its business within hospitality industry along
with existing social media tactic will create and use new one as well. For example, marketing
department and experience workers would develop strategy in form of conducting video chatting
with consumers via using the latest and most trending social media platforms such as Instagram.
It is a leading social media platform through which marketer of chosen company can share
videos and images with people who are interested in hospitality services such as accommodation,
reservation and others. Through this source firm can promote or advertise its business at national
and international level in effective and systematic manner, which is actually very significant to
do as it helps to boost productivity and profitability degree (Klassen and et.al., 2018). Video
chatting and sharing by using Intagram is the best tactic that company should adopt and use for
longer period of time because this channel has reached one billion monthly active users, up from
more than 800 million in 2017, which is the best thing. As it gives wide market to organization
where by conducting above discussion act management would built a strong brand image in front
of population and set positive image of its business in mind of buyers. Hays travel by creating
official page or profile on this platform will start its work in term of communicating with those
consumers who love travelling and like to explore different location because of several reasons.
It is one of the best places that would use for product and services promotion and
business as well. Furthermore, this tactic will give a lot of benefits to company in term of giving
opportunity to learn and understand what consumer like such as trends in travel and tourism
sector that people follows and considering the most. It builds strong connection between target
market and selected firm which is essential and helpful in form of gaining competitive
advantages (Bossetta, 2018). Marketers Via Instagram would conduct group or individual
communication act where they will ask and resolve questions or problems of customers.
Moreover, through this social media platform organization marketing team can edit images and
present in front of consumers which he or she would love the most and then drive towards
purchasing exiting offers of chosen hospitality enterprise. This platform gives Hays travel
opportunity to grab the attention of millions consumer who are interested and finding the best
tour package which he or she will buy to spend some time away from stress and busy schedule. It
caters benefit such as make privacy, keep communication private, filters text, images and other
things. Video chatting and sharing is the main part of overall strategy because it assures buyers
that firm is offering valuable services as it also builds trust between both of them that is

important to build. It contributes driving website traffic more than its rivals and offer chance to
reach new customers.
CONCLUSION
By summing up above discussion, it has been concluded that social media has provide
several benefits to Hays travel company in different terms as it has increased sales, profits
margin and revenues of its business even better. Development of this concept has raised abilities
of visitors in context of collecting information and understanding more about place where he or
she dream to visit for which they consider services and products of chosen company which has
been promoted on social media sites. Social media development boosts the capability of brand in
term of promoting venture and its exiting offers in market where travel lovers are seeking to
book holiday packages from reputed firms. Furthermore, from above analysis, it has been
summarized that mobile technology also affect in similar manner just like social media
development put on Hays travel organization, as it has increases profitability and productivity of
business even better than other players has operated in hospitality industry. It has been identified
that by developing new and totally influencing social media tactic firm has obtained desire
outcomes; they have reach at global market which provides benefits in further success of
company. Overall concepts have increase customers base of chosen hospitality brand.
Moreover, from above analysis, it has been determined that by using social media
platforms such as YouTube, Facebook and Instagram Hays travel has successfully built its
business recognition, positive image and generate awareness that attracted number of visitors and
it increase profitability.

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